VEAP

Programme Workbook
 WORKBOOKS

◉ Case Study - Your Business Case

◉ Module 1 - Ecommerce Business Strategy
◉ Module 2 - Ecommerce Revenue Model
◉ Module 3 - Ecommerce & Payments Systems
◉ Module 4 - Generating Leads With Target Marketing
THE BUSINESS CASE
 KIM’S BEAUTYBUSINESS CASE

Kimberly is a certified beauty technician by the HEART Trust NTA in Jamaica. For the last 10 years Kimberly has been working at a large hotel
chain spa providing beauty services to hotel visitors and bridal parties. Kimberly is has now grown tired of the 9-5 and have decided to open
her own beauty business on Howard Cooke Blvd in Montego Bay, Jamaica. Kimberly has decided to provided beauty services and products to
females in the tourist town of Montego Bay. Her specialty is in equipping her female clientele with styles that make them feel trendy and
confident. She has just completed the setup of her business place and is ready to sell:

1. Beauty service appointments for hair, nails, face and the body.

2. Beauty products like lipstick, hair moisturizer, makeup and nail polish.

3. Raw materials that beauty service providers use when providing their services.

4. Courses to females on how to choose and apply the right shade of makeup for their skin.

5. Customizable wedding packages to female tourists who are having a destination weddings in Jamaica.

During Kimberly’s time working at the hotel spa, she observed how they used ecommerce strategies and tools to effectively run their
business. Kimberly is about to launch her business and is trying to figure out how:

· She can use ecommerce to develop, grow and sustain her business while delivering value and achieving profitability.

· To set-up her business to efficiently operate without her having to be there everyday.
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 YOUR BUSINESS CASE
Background Of The Business

◉ About The Business

◉ Operation Location (s)
◉ General Target Market
◉ Unique Selling Position

Current State Of The Business

◉ Products categories
◉ Available resources (financial, human resource, systems)

Ambitions - To increase:

◉ Sales?
◉ Territories?
◉ Team?
◉ Capacity?
◉ Efficiency?
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MODULE 1 - STRATEGY
Put YES Beside Your Business
Model(s)

◉ B2C – Business to consumer

◉ B2B – Business to business
◉ C2B – Consumer to business
◉ C2C – Consumer to consumer
◉ D2C – Direct to consumer
◉ White label and private label
◉ Wholesaling
◉ Dropshipping
 Ecommerce Business Model Canvas

Distribution Strategy Key Sales Activities Value Proposition Customer Relationships Customer Segments
6. 7. 1. 5. 3.
Sales Reps? Ongoing? Self Serve? Business Model

THE COMMERCE
Partnerships Seasonal? Personal Service? Who ?
Value Drivers (Why Buy)
Is a problem solved?
Resellers? Campaigns? Where?

Affiliate Programs? Price?

Fulfilment Customer Touch Points 4.

GENERAL
Delivery Options?
8. Where are they? What?

Drop Shipping? Offline?

Value?
Downloads?
White Labelling? When?
Online?
Virtual Delivery?

Convenience?

Cost Structure
9.
Revenue Model 2.
Banking, Infrastructure, Inventory, People, Promotion? Product Sales, Membership,/Subscriptions, Bookings, Quotations?

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 Business Value Proposition
What is the value proposition for your business?

Problem being solved

Perceived pricing value
Value Drivers
Pricing Strategy
Buying convenience

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 Revenue Streams
We Are Going To Make Money By Selling:
Product Areas Details
Beauty Service

Beauty Products

Raw material

Courses

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 Target Market

Market Segments What do they need ?

Locals living in Montego Bay

Tourists visiting Montego

Bay
 Customer Touchpoints

Where are they found?

Offline Online

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 Customer Relationships
How will customer experience your business/brand?
Product Category Self Serve Personal Service

Service

Products

Raw Material

Courses

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 Distribution Strategy

How will your product(s) get into the hands of your

prospective customers?
Product Category Offline Online

Service

Products

Raw Material

Courses

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 Cost Structure
What key resources will be needed to run your
business and what will they cost?
Expense Category Expense Detail
Infrastructure

Banking

Inventory
People
Promotion
 Fulfillment
How will customers get the items they
purchase?

Product Category Fulfillment Options

Service

Products

Raw Material

Courses
MODULE 2 - REVENUE
 Revenue Model

See below link for price list and revenue model

https://docs.google.com/spreadsheets/d/1qVrK184bfyN7CVytY6Foe3oEL
W3mPYnr/copy

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MODULE 3 - SYSTEMS
 SYSTEMS - ECOMMERCE WEBSITE
Systems
Revenue Streams

1 2 3

Revenue Stream

Domain

Hosting

Security

Content management systems

# of Products

Ecommerce systems

Payment options

Fulfillment options

Customizations
MODULE 4 - CAMPAIGNS
 SECTIONS
◉ Campaign Details
◉ Sales Target
◉ Target Market Segment
◉ Key Selling Points
◉ Customer Journey Map
◉ Lead Generation
◉ Lead Conversion
◉ KPI’s to Track
◉ Execution Timelines
 CAMPAIGN DETAILS
Outline the details of the campaign you want to execute.

Campaign Name

Campaign Period

Campaign Objective

Campaign Details

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TARGETS
What are the financial targets you aiming to achieve from this campaign?

Revenue: ?
Customers: ?
Subscribers: ?
 Target Market
What market segments are you targeting with this campaign.
Market Segments Who best values Where can they be found? What exactly do they When do they buy?
the product you need?
are selling ?
 KEY SELLING POINTS
Describe how you will position each reason to buy.

Quality

Quantity

Value-Add

Price

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CUSTOMER PATH TO SALE
LEAD GENERATION LEAD CONVERSION

Offline

YouTube Blog

Social Media

Optimum path to sale >>

Google Display &Search Home Page

Email Marketing

SMS Marketing
Product Page Cart Checkout

Online Tabloids
& Their Social
Pages
 LEAD GENERATION ACTIVATIONS
Based on the activities executed through your selected lead generation channels, use the
combined creative and advertising cost to arrive at your total lead generation budget.
Promotional Channels Campaign Requirements Creative Budget (US$) Ad Budget (US$) Channel Budget (US$)

Offline – example. Store Front Printed graphic, flyers, offer cards

Social Media Media, caption

YouTube Media, caption

Google Display Image/Gif

Google Search Text Ad, keywords

Email Marketing Email Content, Graphics

SMS Marketing Text message, link shortner with analytics

Media, caption
Observer/Gleaner Social Media Pages

Blog Artwork, blog article

TOTAL $0.00 $0.00 $0.00

 LEAD CONVERSION ACTIVATIONS
Outline the required tools and content needed to activate your lead conversion strategy, so you can arrive at a total lead conversion budget.
Combining both lead generation and conversion costs gives you a final campaign budget.

Lead Conversion Creative Monthly Ad

Activation Requirements
Tools Budget (US$) Budget (US$)
Landing page with custom designed content to sell the
Landing Page $0 $0
product to visitors
Setup product in the system so the transaction can be
Product Page
executed.

Blog Artwork and articles with backlinks to landing page $0 $0

Setup with:
• Join our mailing list form on blog page
• Join our mailing list form on blog page
Mailing List system $0 $0
• Send new customers to mailing list
• Exit intent popup to offer 20% discount on first purchase
• Welcome email + follow up email sequence
Optimized checkout flow from landing page to checkout
Checkout $0 $0
page
TOTAL $0 $0
 DATA POINTS TO MONITOR
Data Point /Report Target Actual

Campaign Impressions/Reach

Campaign cost per click

Number of mailing list subscriptions

Number of website visitors

Number of purchasing considerations

Total sales

# of new customers

# of repeat customers

Execution Budget
 EXECUTION TIMELINE
Based on your lead generation channels, please map out the activities needed to launch and activate the
campaign.
Weeks

Campaign Activities 1 2 3 4 5 6 7 8 9 10 11 12

Activity 1

Activity 2 ◆

Activity 3

Activity 4 ◆

Activity 5 ◆

Activity 6

Activity 7

Activity 8